Marketing Sales and Negotiation Skills: A Study on Tesco

This report discusses the role of marketing in achieving business objectives, PESTLE and SWOT analysis of Tesco, marketing mix, and sales and negotiation skills. It also recommends the use of technology in marketing and establishing positive relations with suppliers. The study is based on Tesco, an international retailer.

Marketing Sales and
Negotiation skills

Contents
Introduction......................................................................................................................................3
Role of marketing on organisation in achieving the objectives:......................................................3
Discussing PESTLE and SWOT analysis........................................................................................4
Discussing and analysing Marketing Mix........................................................................................6
Sales and negotiation skills..............................................................................................................7
Recommendation.............................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

Introduction
This report focuses on the role of marketing and how it helps to achieve goals and
objectives of the business concern. Marketing is defined as an activity of identifying the needs
and wants of customers and serve them products accordingly. Here, Tesco is considered for
marketing analysis purposes. It is an international groceries and merchandise retailer dealing
across globe as it offers variety of products such as books, clothing, electronics, furniture,
internet services and others. It was founded in 1919 by Jack Cohen and headquarter in Welwyn
garden city, England. In this company is using marketing skills to promote the product to the
international borders and generate revenue out of that.
Role of marketing on organisation in achieving the objectives:
Marketing is a promotional activity of products and services to a targeted audience in
order to capture large market share. Moreover, it allows to share the product and services
information strategically with the selected audience in order to make profits.
In relation to this, Tesco is using these marketing tactics to achieve their goals and objectives
such as :
 Creating brand awareness : this helps Tesco in defining what all they had to offer and
how company will act to promote its products and services across borders. In this they
will actively advertise goods and services on various platforms. By using these they keep
customers know about the latest offerings of companies. Marketing department will help
company to monitor the performance and improve the weak areas. All of this will help to
create positive image of the company and would enable it to generate profits more than
its competitors (Tuzunkan., 2018).
 Customer satisfaction : As per this, marketing department identifies the needs of the
customers and accordingly offer them products and services which satisfy their needs.
Besides this, marketing department keep an eye on the current trends of society and keep
on adding new features to attract large customer base. Selecting target market helps to
fulfils the needs of society as well as helps an organisation to accomplish its goals.

 Widens the horizons : Marketing department uses various tools to promote their product
and services such as advertising, public relations, sales promotion in order to expand its
business operations. These will help to aware public about the offerings of companies and
what all improvements they can made as per the tastes and preferences of customers.
Discussing PESTLE and SWOT analysis.
There are various models and framework that can be utilized by an organization I order to
evaluate its business environment. In context to TESCO, it can utilize both PESTLE and
SWOT analysis to evaluate its internal as well as external business environment. The
business environment evaluation tools are elaborated below in context to TESCO:
PESTLE Analysis:
This analysis focuses on various external factors in the business environment which can
influence the overall business operations of an organization. In context to TESCO, PESTLE
analysis will help the business evaluate is external business environment and understand it
operations in an effective manner. Given below is the PESTLE analysis in context to
TESCO:
Political:
The organization function in a relative stable political environment which allows the
business to function in a proper manner. Although situations such as BREXIT have a
negative influence on the overall supply chain of the business due to changes in laws and
regulations.
Economical:
The business has seen negative impact on its business operations due to the situation of
COVID – 19 pandemic as it resulted in reduced purchasing power of customers. This
negatively impacts the profitability as well as growth of the business (Kindström,
Kowalkowski and Parment., 2021).
Social:
The organization is able to understand the various needs and wants of their customers
through evaluation of their behaviour and factor such as demographic. This allows the
business to develop products and service that are highly accepted by customers leading to
growth.

Technological:
The management at TESCO pays emphasis on utilizing various technological aspects
within its business operation in order to reduce the overall cost. In addition to this, the
business utilizes social media platforms in order to have effective marking operation through
technology.
Legal:
There are various legal factors that the management at TESCO have to consider in order
to avoid any form of legal hindrance. In the situation of COVID – 19 pandemic it has to
ensure all employment safety and well-being laws are effective in order to negate legal
issues.
Environmental:
It is crucial for the higher management at TESCO to focus upon its operations in order to
make them sustainable as well as environmental friendly. This will allow the business to
improve its brand image and introduce innovation within its business functions.
SWOT Analysis:
This analysis is an effective tool for an organization in order to identify its overall
strengths and weakness along with their opportunities and threat within the market (Lim.,
2020). In context to TESCO, the analysis will allow the business to understand various
factors within their business operations. Given below is the SWOT analysis in context to
TESCO:
Strength Weakness
 The organization has effective brand
image in the market which allows in
marking products and services
effective.
 The businesses has an optimal
research and development department
that enables the business to develop
products that provide high level of
satisfaction to customers.
 The overall supply chain of the
organization is disturbed due to the
situation of COVID – 19 pandemic.
 The new laws from BREXIT have
forced the business to alter its
business strategies and develop
marking plans which have made
operation ineffective.
Opportunity Threats

 The organization can focus on
expanding its operations into other
regions in order to attain growth in
attract potential customers.
 The business should shift majority of
its operation online in order to save
cost and attain market
competitiveness.
 The existing rivals in the markets are
always a threat for the business and
need to be evaluates to stay
competitive.
 The dynamic business environment
can lead to changes in customer
behaviours and trends.
Discussing and analysing Marketing Mix.
Marketing mix is an effective tool that can be utilized by an organization in order to evaluate
various strategies relative to tits marking operations. It allows a business to determine
aspects related to price, place and promotional along with products in order to evaluate a
suitable strategy that will help the organization attain success within the market (Waller.,
2020). In context to TESCO, the marking mix will provide assistance to the business in
determining a suitable marking strategy through the evaluation of various elements within
the marketing mix. Given below are the elements of marking mix in context of TESCO:
Product:
The business offers various products and service to its customers that are developed on
the bases of their taste and preference. This allows the business to ensure capturing a larger
market share along with attracting customers in an effective manner.
Price:
The organization of TESCO focuses on keeping its product and service price low while
maintaining high standards of quality. This allows the business to market its products in an
effective manner and help in attaining market competitiveness (Juska., 2021).
Promotion:
The management at TESCO focus on utilizing both traditional and digital means of
marking. This allows the business to reach a wide customer base and attain growth in an
optimal way.
Place:

TESCO has various establishments across the country that provide assistance to the
business in engaging with tis customers. In addition to this, it allows the business to ensure it
is able to market is products and service in an effective manner.
People:
The organization has highly skilled and talented employees within its various
departments such as sales and marking that provide assistance in offering customer service
in an effective manner. This allows the business to provide higher level of satisfaction to its
customers and attaining productivity in its operations (Parsons and Lepkowska-White.,
2018).
Process:
The management at the business is focused on having all its process effective as well as
efficient in order to enhance productivity. In addition to this, to allows the business to ensure
it is able to gain market competitiveness along with he ability to market its products and
service in an optimal way.
Physical evidence:
The business provide various types of physical evidence to its customers in order to
enhance their marking operations such as gift cards, receipts along with bag containing the
logo of the organization in order to market their brand in an effective way.
Sales and negotiation skills.
The skills related to sales and negotiations are essential for an organization as it allows the
business to attract and retain customers in an effective manner. It allows a business to ensure
it is able to maintain high level of profitability as well as build essential relations with their
customers. In context to TESCO, the skills of sale and negotiation allow the business to
ensure it is able to attain growth as well as success within the market and gain
competiveness relative to their competitors. Given below are the various skills utilized by
TESCO in context to sales and negotiation:
Clearly defining concessions:
This sales and negotiation strategy refers to outlined the overall offers that are given to
customers in order to attract them and ensure sales are increased. It helps a business to gain
a higher level of markets share along with customer base (Park., 2020). In context to
TESCO, this skill helps the business through its promotional elements of marking mix as it

allows the business to provide aspects such as gift cards and offers in order to attract
customers. It helps the business to enhance its sales in an optimal manner and ensure it is
able to improve its performance as well.
Keeping a specific range:
This skill of sales and negotiation refers to offering a specific range of price and avoiding
elements such as discounts in order to eliminate the operations of bargaining relative to
customers. This allows a business to ensure it is able to set the price of products and services
as per their convenience and gain higher changes of increasing their sales. The organization
pays emphasis on keeping a specific price range for its products and service in order to
enhance their ability to increase sales. It allows the business to set a particular range of price
that customers find attractive leading to increased sales.
Developing trust:
This skill is an essential part in ensuring high sales as well as developing the ability to
have positive negation with customers. It allows a business to ensure it is able to develop
trust with its customers through offering special offers relative to the price of products and
services. This helps the business to develop a positive engagement with customers leading to
better negations. In context to TESCO, this skill is combine with the marking mix element
of people as they employee in sales and marking department are able to establish strong
bonds with customers and portray a positive brand image. This allows the business to attract
customers in an effective manner and attain higher number of sales (Mandal and Banerjee.,
2019).
Recommendation.
It is recommended that the organization should pay emphasis on its marking operations
through utilization of technology. This will allows the business to enhance its marking mix
element of Promotion and help in attaining growth through social media advertisement. In
addition to this, the business should focus of establishing positive relations with suppliers in
order to avoid negative impact of unseen situations such as BREXIT and COVID – 19
pandemic. This will also allow the business to enhance its marketing mix element of
products as the business will be able to deliver high quality products and service in an
effective manner (Chernev., 2020).

CONCLUSION
From the above report it has been concluded that, marketing plays an essential role for an
organization to attain various business objectives in an effective manner. The report was
also able to conclude that it is vital for a business to evaluate both internal and external
business environment in order to develop effective marking plans. In addition to this, the
report utilized marking mix in order to evaluate various elements of marking and how they
impact business operations. Moreover, it was able to highlight the importance of sales and
negotiation skills in achieving business objective.

REFERENCES
Books & Journals:
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Juska, J. M., 2021. Integrated marketing communication: advertising and promotion in a
digital world. Routledge.
Kindström, D., Kowalkowski, C. and Parment, A., 2021. Business marketing: Managing
value creation.
Lim, W. M., 2020. Challenger marketing. Industrial marketing management, 84. pp.342-
345.
Mandal, K. and Banerjee, S., 2019. Responsible Marketing and Its Impact on Business
Performance: A Longitudinal Study. Journal of Nonprofit & Public Sector
Marketing, 31(2), pp.115-138.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Parsons, A. L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce, 17(2), pp.81-95.
Tuzunkan, D., 2018. Customer relationship management in business-to-business marketing:
example of tourism sector. GeoJournal of Tourism & Geosites, 22(2).
Waller, T., 2020. Personal Brand Management: Marketing Human Value. Springer Nature.